Implicit Response Test
A state-of-the-art implicit market research platform
The IMPRESS platform by Split Second Research is a state-of-the-art implicit market research tool that provides instant analysis of results. Based on the System 1 model of decision-making, and focusing on implicit priming, IMPRESS enables you to create implicit reaction time tests quickly and easily. This helps you to gain immediate insights into your target audience’s intuitive and objective responses to various brand stimuli.
There is evidence to suggest that cognitive processing can occur very rapidly, and without conscious awareness. For instance, a study published in the Journal Nature Neuroscience in 2011 found that the brain can process visual information in as little as 13 milliseconds (ms), which is less than one-tenth of a second. In another study published in the Journal Psychological Science in 2006, participants were able to make accurate judgments about whether a face was trustworthy or untrustworthy in just 100 milliseconds.
These findings support the idea that cognitive processing can happen rapidly and automatically, providing evidence that in affective priming tasks, respondents can make an automatic and rapid evaluation of stimuli presented to them.
The Split Second team has invested in developing this platform for rapid development, making it user-friendly and accessible for anyone to get started with implicit testing. With minimal effort, you can create an implicit reaction time test, whether you’re starting from scratch, from a template, or duplicating an existing project.
IMPRESS is a powerful and innovative platform that helps you gain a deeper understanding of your target audience’s implicit attitudes and responses, enabling you to create more effective marketing strategies and achieve better business outcomes. The results can be downloaded as a CSV file and with Split Second’s charting plugin for Excel, you can create charts instantly for one set of results or for multiple CSV files.
Currently, the IMPRESS platform is exclusively available for Do-It-Together projects. However, Split Second Research is working on making it available as an SaaS DIY platform in the near future. If you are interested in using the platform, you can contact Split Second Research for more information.
Split Second Research is renowned for offering high-quality results at record speed. The company provides Implicit Response Testing (IRT) as a module or full-service using multiple platforms such as EXPRESS, FAST, FLUENT, IMPACT, IMPRINT, IMPULSE and more, depending on your research objective. Split Second Research’s survey process is the fastest in the industry, and respondents consistently give positive feedback through online panels such as Lucid, CINT, Dynata, Prodege, and Pure Spectrum for its B2C surveys, finding them enjoyable, innovative, and unique.
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